Presented by Justin Mink ReachLocal MultiFamily

Web Presence Optimization:

Building Community & Reaching New Residents

Online

Social

Surf

Search

Three Conversations OnlineRenters are searching, surfing & socializing

Prospect Prospect

Property

Consumers are online

60%Online

40%Offline

Sources: Forrester, Pew, Nielsen, HitWise, Borrell, Kudzu

Media Consumption(per week)

Searching

16BMonthly searches

Socializing

150 55Daily active Facebook users

Daily time spent by avg. user

Surfing

38B 2BMonthly Yahoo! pageviews

Daily YouTube video views

minutesmillion

Reviewing

86 90Consult reviews before buying

Trust online reviews

87 of consumers searched for local business

3

%%

%

You Have:

You Need: a fresh Web Presence & many ways to be found

Your Sites Local Directories Social Media Content Sites

a static website & one way to be found

More Quality Content Published in More Places = More Residents

How consumers find & engage you

Across your entire Web Presence, not just your website

Site & Blogs

Search Engines

Directories

Content Sites

Social

Location-based Services

Reviews & Reco’s

DealsYourCommunitie

s

5How prospective renters are deciding where to rent!

How consumers buy now

At each point you can engage and convert them into customers

SMB

SMB

SMB

SMB

SMB

SMB

SMB

SMB

6

Learns more

about your property

Searches for an

apartment

Checks your reputation

Hears from friends

Checks for deals & offers

You need a Web Presence strategy

SMB

Buy Presence

Build Presence

Convert Customers+

+

7

8

new local search resultsSo consumers rely on Google for local search info

PageRank™ algorithm updated to better help consumers find a local business

Now predicts a local query and displays all local business listings

Reviews provide indicator of quality

Map now top right and stays there – map pin now same as organic rank

Much more info on each listing

Paid ads

Place page link to Google’s detailed profile of the business

How soon until it impacts Quality Score for AdWords?

SOCIAL AUTHORITYREPUTATIONCONTENT & LINKS

new local search results

+

Inbound Links

+

Social Pages

+

Fans & Followers

Prominent Organic Rank

Site & BlogGoogle

Place Page Reviews

+

=

Changes to PageRank algorithm to improve quality of local listings

Social Bookmarks

9

11

Web Presence strategyBuy Build+

(Advertising)

(Content Marketing)

SearchGoogle, Yahoo, Bing,

AOL, Ask, Citysearch, Superpages, Local.com and many more…

SurfThousands of top news, entertainment and review sites

Facebook and Twitter, the top social media networks

Social

Apartments in Dallas

Web Presence BenefitsMore Content. More Places. More Customers.

SearchDiscovery

Reputation

SocialDiscovery

Increase your online word-of-mouth through quality content that consumers

share across the social web.

BusinessCreatesContent

ContentPublished &

Indexed

ConsumersDiscover

ConsumersComment &

Share

BusinessListens & Engages

Stone Bridge Apartment

Improve your reputation with more positive content on search engines and review sites when consumers

search for your name.

Stone Bridge Apartments

10 Tips for Moving

Great Article – you need to check it out.

Increase your discoverability on search

engines & local directories with fresh content on more

sites.

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In summary…

TakeawaysKEY

This is an evolution beyond traditional SEO that we call Web Presence Optimization (WPO)

Paid search ads are still the fastest way to drive quality traffic/leads, but you also need…

A fresh stream of quality content including reviews and social media marketing to improve organic rank and reputation

Strategy for maximum discovery combines paid and organic search